Social media metrics suite

28.02.18

Your go-to guide to making social media metrics simple

We recognise that many of our clients do not have sole responsibility, nor influence, over social media (or, indeed, any aspect of communications) but we counsel them to get involved – for the success of their exhibition programmes.

By truly interrogating their objectives prior to an event, one can create the best multi-channel communications plan that includes social media and helps expand the scope of an event before, during and after its actual date/s.

Return on investment is a key aspect – and one we are passionate about. We work with our clients to suggest simple metrics that help them appreciate and understand where to apportion the most effort and can take learnings through to subsequent events. Remember to not only include your exhibition programme costs but also consider the costs to produce and distribute each blog post/white paper/ presentation/email campaign, etc. (including human resources, stock images, design fees, and paid-for distribution channels).

Social media objective and metrics framework

We have created the social media objective framework below so you have a suite of metrics to help you track progress against your objectives. Note that they are all the more valuable if you measure items over time and against your competitors (where possible/appropriate). This will enable you to track progress or against particular points in time (e.g. before, during and after an event).

Objective type: profile

The number of your target market/audience that recognises your organisation/offering and the measurement of their perceptions about you.
Metrics:
> Share of voice in comparison to your competitors
> Type of coverage – positive, negative, neutral
> Brand building and perceptions – matching your brand, or not.

Objective type: consumption

The number of your readers who consume your content, the channels they use, and the frequency of their consumption.
Metrics:
> Website or blog page views, unique visitors, and average time on your site
> Downloads of, or form completions for, assets, e.g. infographics, white papers, research, etc.
> Click throughs from social media
> Email open rates and click throughs
> Feed content clicks and views
> Google rankings and search volume.

Objective type: loyalty

The effectiveness of holding your audience’s attention beyond initial contact.
Metrics:
> Website or blog percentage of returning visitors, the number of visits, the pages per visit and the bounce rate
> Twitter, Facebook and LinkedIn followers
> Email unsubscribers, forwards or opt-outs
> Count your feed subscriber base over time
> What content is being shared, by whom, how and where they are sharing it
> Website, blog, asset and social media retweets, likes and shares.

Objective type: engagement

Understanding whether your content resonates with readers. What kind of action (if any) are they taking after reading your content? Are they frequently or consistently taking action?
Metrics:
> Website or blog session duration and page depth
> Comments and social chatter around your content
> Count your feed subscriber base over time
> Your social media’s Klout score.

Objective type: leads

The number of individuals or organisations expressing an interest in your offering.
Metrics:
> New leads generated
> Existing leads touched through your content.

Objective type: sales

Revenue as a result of your social media activity.
Metrics:
> Financial amount
> Frequency of purchase
> Lead in times
> Percent value of opportunities influenced or generated through social media and those ultimately won.

Objective type: operations

Your social media resource’s scope and efficiency.
Metrics:
> Editorial calendar deadlines and goals
> Time to live
> Content throughput and backlog
> Number of pieces of content published per week/month
> Average production and distribution costs per post
> Promotion costs.

Objective type: service

Providing care to your audiences/stakeholders online.
Metrics:
> Enquiry/complaint throughput and backlog
> Number of enquiries/complaints handled per day/week/month
> Response times
> Costs per enquiry/complaint handled online versus other means, e.g. call centre, post, face-to-face, live chat, etc.
> Feedback measuring quality of care, technical knowledge, solution/resolution, etc.